A newly released research report by social analytics firm NetBase captured social media conversations—more than 2 million of them—to see which brands consumers are talking about when they share their thoughts on beauty and skincare. Both Avon and Mary Kay were among the top 30 brand names, likely and unlikely, that surfaced in conversations about beauty.
To compile its Brand Passion Report: Beauty & Skincare, NetBase used a patented technology that sifts consumer emotions, behavior and usage towards the industry and select brands. The study looks at conversations that took place during the past two years in more than 100 countries. In addition to social networks, NetBase combed review sites, blogs, forums and news sites.
The 91-page report includes a list of the top recurring brands identified in the study. New York-based Avon ranked No. 13, down from No. 11 in the first-year period. Avon is also one of seven global beauty brands the report analyzes in greater depth. Over the two-year period, Dallas-based Mary Kay maintained its rank at No. 28. Non-traditional cosmetic retailers such as eBay, Etsy and Amazon ranked first, third and seventh place respectively.
In addition to looking at individual brands, NetBase gathered data on the wider beauty conversation, such as attributes that consumers associate with the brands they use. Five prominent mentions were great scent, natural looking, great moisturizer, value and anti-aging.
“Establishing a strong emotional connection with consumers is vital in today’s fast-paced, social-driven market,” NetBase Chief Marketing Officer, Pernille Bruun-Jensen, said in a statement. “It requires a deep understanding of how consumers interact with a product or brand, and social data offers a wealth of insight that helps brands understand their target consumer and what drives and influences them.”